Have you seen the popsicle sticks with jokes or famous quotes on them?? Wouldn?t it be nice if your direct mail piece was the message on a popsicle or an ice cream bar stick?? Your target market would have gone to the store and unbeknownst to them actually purchased your ad!? They would have enjoyed a nice tasty treat, looked down at the stick and saw your advertisement.? They would be happy, satisfied, and you would have their complete attention ? what more would you want?
But the real world is different. ?Life is too busy and you have a split-second, if that, to get someone?s attention.? Your ad has to be colorful and sweet to the taste, like a popsicle or an ice cream bar, and the stick has to ?stick? around long enough to make an impression.? Here are?
Five Ways to ?Sweeten? your Direct Mail Piece
1.? Test the market!? ? If you?ve ever gotten on the floor and let a little puppy nip at your ears, you know they will try every approach to get to you until they succeed.? You have to constantly and consistently test your direct mail pieces to find the effective angle that works.
2.? Tell them what to do! -? We call this the ?Call to Action!?? In the old days when the bugle blew, the soldiers knew exactly what was expected of them.? This is your chance to blow your own horn and lead someone forward to your goal.? Once you have their attention ? tell them what to do next.
3.? Trash the junk mail phrases!? ? The red flags are already up so why give a potential client an unnecessary reason to toss your piece in the garbage.? Avoid the use of ?No Gimmicks,? ?Financial Freedom,? and ?To be honest with you? (you weren?t before?), or your efforts will be discarded faster than you can say, ?Wait!? Don?t throw this away!? Our offer is a one of a kind!?
4.? Take the next step! ? What is your follow-up plan after your targeted customers have received your mail?? How do you capitalize on the capital you?ve spent?? This leads to point four?
5.? Tie-in your direct mail campaign to an email marketing campaign!? Integration marketing has become very successful amongst the major retail chains.? Using your direct mail piece to drive traffic to your website, blog, Facebook page or Twitter account optimizes your efforts and increases your response.
Source: http://www.selectbizmarketing.com/five-ways-to-sweeten-your-direct-mail-piece
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